How marketers can use the power of an AI/ML model to identify and predict customers

Shash Bellamkonda
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Shash Bellamkonda: Adjunct Professor, Georgetown University Main Campus, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 8, issue 2, 111-121

Abstract: Marketers are increasingly faced with a lot of data and need to identify the best prospects. Sales teams are often sceptical of the data provided by marketing and possibly blame the quality of the prospect data provided by marketing. Enter a neutral party, a neural network, an AI/ML model that can analyse the current customers and provide a mechanism for identifying co-relations and similarities in larger prospect data and increase the efficiency of sales teams.

Keywords: marketing analytics; artificial intelligence; machine learning; data; modelling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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